• Customer: Simon Lévelt koffie & thee
  • Brand: Simon Lévelt
  • Market: Natuurvoeding
  • Category: Warme dranken
  • Brandcare tools: Fieldsales force

“Because of the collaboration with GreenSprout we are now able to maintain a direct relationship with all the Natural food shops”

– Sophie Schoonhoven, Simon Lévelt –


Simon Lévelt has existed since 1826 and remains in the same family after six generations. The company owes its success to a combination of craftsmanship, nearly 50 own coffee & tea specialty stores, and the extensive retail coffee and tea range. This gives them a strong position in the market, of which natural food is a major part. Simon Lévelt takes care of the entire process of purchasing, blending, inspecting, producing and packaging. Only then can they guarantee a quality product. Simon Lévelt loves sustainable entrepreneurship and adheres to the guidelines for fair trade as much as possible. They work together with organisations like Max Havelaar and Utz for this. In the area of nature protection, they work with organisations like the Rainforest Alliance and Bird Friendly.


The hot drinks category has always been an important category in the natural food market, with many active players. Simon Lévelt is one of those players and has been on the shelves ever since natural food emerged. Even so, the most important assignment was to map the current state of distribution and opinion and provide insight into the quantity and quality of their current market position. Additional assignments included introducing a new version of leaf tea, and improving the distribution of the leaf tea range and part of the coffee range.


To measure is to know, and the measurements went well for Simon Lévelt. The category for coffee & tea within the natural food sector was mapped and the state of distribution of all products was measured. In combination with the qualitative input from the market, it has given Simon Lévelt a total picture that will help in making strategic choices. The introduction of a new version of leaf tea and improving the distribution of the existing leaf tea range has resulted in many new shelf positions. This also applies to the basic coffee range. Furthermore, generating goodwill in the market can also be considered a good result. Simon Lévelt has shown its attention to what is going on with retailers and its willingness to invest in knowledge. These are generally good investments, also for the long term.


“GreenSprout has made two rounds of visits to 200 natural food stores in the Netherlands for Simon Lévelt. In the first round, the focus was on our tea, and in the second round, we focused on our coffee range. During the store visits, the distribution of the entire range of Simon Lévelt was measured. This has created a good image of the position of Simon Lévelt in both the tea and coffee categories. Furthermore, a range analysis of the entire coffee and tea shelf has been performed and the shelf space has been measured, which means the competitive field has been fully mapped. Working with Ton is good and pleasant, and it gives us useful and meaningful information. We have a special place in our hearts for the natural food stores, as our brand was partially raised there. Simon Lévelt was the first company to bring organic coffee and tea onto the Dutch market in the 80s. Unfortunately, we do not have our own team to visit the natural food stores. This is also due to the fact that our margins leave no room for this. We give both farmers and the consumers a fair price for very high quality coffee and tea.

– Sophie Schoonhoven, Simon Lévelt –

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